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The Top 15 Coolest Clothing Brands According to Gen Z and Millennials

CEO Tinh Phung
YPulse’s brand tracker closely monitors the sentiments of young consumers towards various brands. From their in-depth research, they have identified the 15 coolest clothing brands according to Gen Z and Millennials. Let's take a closer...

Ranking of 15 coolest fashion brands compared by gen z and millennial rankings.

YPulse’s brand tracker closely monitors the sentiments of young consumers towards various brands. From their in-depth research, they have identified the 15 coolest clothing brands according to Gen Z and Millennials. Let's take a closer look at this list and explore the factors that make these brands so trendy and desirable among young fashion enthusiasts.

Streetwear Brands Dominate the Top Five

Streetwear has solidified its position as the go-to style for young consumers. Nike, Jordan, Adidas, Supreme, and Vans have consistently held the top spots on the "cool" list. It's easy to understand why these brands are sought after – they offer a versatile range of trendy activewear and athleisure, which perfectly aligns with young consumers' fashion preferences. Moreover, these brands cater to their desire for comfort, with 63% of them considering a well-put-together loungewear outfit as a form of dressing up.

Ranking of 15 coolest fashion brands compared by gen z and millennial rankings. Ranking of 15 coolest fashion brands compared by Gen Z and Millennial rankings.

Nike: The Undisputed Champion

While the rankings of the top five brands may shuffle slightly each year, one brand has consistently maintained its position at the top – Nike. Young consumers simply love Nike, as reflected in their high ratings for innovation and future prospects. In fact, Nike is Gen Z's second-highest rated brand overall, just behind YouTube. It also ranks fifth among the brands young consumers aspire to work for. Nike's success can be attributed to its ability to connect with young consumers on a deeper level. For instance, they have addressed mental and emotional wellness through their "No Off Season" podcast, which addresses mental health issues and aims to destigmatize seeking help. Nike has also ventured into the Metaverse, with Nikeland becoming one of the first full-time brand spaces in Roblox. Additionally, Nike's recognition as a luxury brand among Gen Z and Millennials further solidifies its status as the coolest brand among young fashion enthusiasts.

SHEIN Carves a Spot on Gen Z's List

This year, there have been some notable changes in the rankings. Online fast-fashion retailer SHEIN has made a significant leap into the top 10 brands, securing a place among Gen Z's coolest choices. SHEIN's rapid rise can be attributed to its ability to cater to the constantly changing fashion needs of young consumers. According to recent data, SHEIN is the second most-used retail app among young consumers, second only to online retail giant Amazon. While SHEIN has maintained its cool factor among Millennials, it now ranks just below Levi's and above Volcom for this generation. On the other hand, Target and PINK, which were once part of the top 15, have fallen behind in terms of being considered cool.

Embracing Eco-Friendly Brands

This year, brands that prioritize sustainability and environmental consciousness have gained recognition for their cool factor. The North Face and Patagonia both stand out in this regard. The North Face, known for its commitment to sustainability and resale programs, has consistently ranked among the top brands for both Gen Z and Millennials. Patagonia, which promotes environmental and social causes, made its debut on Gen Z's list this year. Gen Z's proactive involvement in environmental and social issues, coupled with their post-pandemic desire to travel, has contributed to Patagonia's cool image. Patagonia's strong social media presence, showcasing their durable clothing and expressing clear political messages, resonates with young consumers who prioritize brands that align with their values.

YPulse's brand tracker provides invaluable insights into the preferences of young consumers. It is evident that brands need to constantly adapt and engage with their target audience to establish themselves as the coolest choices. By understanding and embracing the ever-changing tastes and values of Gen Z and Millennials, brands can stay ahead of the curve and remain relevant in the eyes of the youth.

Note: The rankings and brands mentioned in this article are based on the YPulse brand tracker data as of August 2022. Rankings are subject to change as brands are added or removed from the tracker.

Find out more about YPulse brand tracker and access all their data here.

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